NATIONAL TOURISM ADVERTISING CAMPAIGN: PROBLEMS AND POSSIBLE SOLUTIONS
PRESLAV DIMITROV
Abstract
The article briefly examines the problems standing in front of the Bulgarian national tourism advertising campaigns and tries to suggest respective solutions to these problems. The main problem that has been outlined is that Bulgaria lacks a recognizable image among the foreign audiences, i.e. among the international visitors and tourists. The symbols that are often considered to serve as a na tional emblem and authenticity marks by the Bulgarians are of little or no meaning for the interna tional travelers.
The interrelation between the emitting tourism markets in Western Europe, the overall economic situation in this part of the continent and the performance of the Bulgarian tourism industry has also been revealed.
Suggestions are being made in regard to emphasizing on the strong and attractive sides of the Bulgarian tourism such as the high quality spa and wellness industry, the opportunities of enjoying of wines which are virtually free of sulphates due to the geographical location of the country and etc.
Forecast are also being provided for needs of the target setting in the Bulgarian national tourism campaigns.
Key words
tourism marketing, tourism advertising, market situation analysis
References
DIMITROV, P. (2010), “Short-run forecasting of tourism arrivals in separate sectors of Bulgarian tourism industry”, International Scientific Conference “Alternatives for Development of the Modern Tourism, The Proceedings Book, 378-389.
HANKE, E., REITSCH, A. (1989), Business Forecasting, 3rd ed., Allyn&Bacon, Boston, USA.
HYNDMAN, R. J., KOEHLER, A. B., KEITH ORD, J., SNYDER R. D. (2008), Forecasting with Exponential Smoothing – The State Space Approach, Berlin, Germany, 14-19.
NATIONAL STATISTICAL INSTITUTE (2011), Statistical Yearbooks of the People’s Republic of Bulgaria for the period 1964-1989, available by request through http://www.nsi.bg.
NATIONAL STATISTICAL INSTITUTE (2011), Statistical Yearbooks of the Republic of Bulgaria for the period 1990-1999, available by request through http://www.nsi.bg.
PUGIN, J., PACHOUD, J.-N., KANEVA, T., DIMITROV P., ET AL. (2010), Synthèse européenne des états des lieux des besoins de professionnalisation des agents de soin thermal en Bulgarie,
France et Roumanie, Project « Création d’une Certification Européenne d’agent de soin thermal (THERM) » financé par la Programme “Leonardo da Vinci” de l’UE, http://www.projettherm.eu/download/fr/1_EU_fr.pdf.
STATE AGENCY ON TOURISM (IN LIQUIDATION) (2011), Surveys and Analyses, http://www.tourism.government.bg/bg/stat.php?menuid=3&id=13.
Full Text: PDF (Bulgarian)